One by one the hockey heroes skate up towards the camera from the far blue line, stop with a spray of ice just missing the lens, then announce their name and team. Finally, the last professional pumps his legs forward with the smooth motion of the others and stops in the same controlled fashion. But when he announces his name, I’m shocked to discover he’s no hockey player.

“Bill Shatner. Loblaws,” states the confident former Captain Kirk.

For those not familiar, Loblaws is a Canadian grocery chain. In the 1960’s and early 1970’s they had stores in Buffalo (primarily) and Rochester (maybe just one, but I lived next to it). It was an era before Wegmans went on supermarket steroids and totally dominated the market. Loblaws was Canada’s pride but eventually sold out to Bells Markets.